"Sweeney's new campaign, 'Syd for Short,' showcases her in a playful light, asking, 'What brand am I wearing?' and responding with a cheeky, 'Yeah, that one.'"
"The previous 'Great Jeans' campaign faced backlash for being perceived as a 'eugenics dog whistle,' yet it significantly boosted Sweeney's public profile and American Eagle's stock."
"Sweeney's reputation for stirring up controversy seems intentional, as she embraces her role in the discourse surrounding her campaigns without offering explanations."
Sydney Sweeney launched her second campaign with American Eagle, promoting a new denim shorts collection titled 'Syd for Short.' The campaign features Sweeney winking at the camera and playfully referencing her brand association. This follows the backlash from the previous 'Great Jeans' campaign, which was criticized for its implications regarding genetics. Despite the controversy, Sweeney's public image has benefited, and her refusal to apologize has contributed to her rising fame. Her ability to stir controversy appears to be a strategic choice in her career.
Read at www.businessinsider.com
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